Tuesday Talk: Coaching Support for Franchisees with Jaime Esquivel

Listen to the full discussion on our YouTube channel.

Starting a business is exciting, challenging, and uncertain. For many new Franchise owners, the first year brings a constant stream of decisions, new experiences, and opportunities to learn. That’s why every Right at Home Franchise Owner is paired with a Business Performance Coach, a trusted advisor who helps navigate growth, remain focused on what matters, and build a business that aligns with your goals.

During a recent Tuesday Talk, Chief Growth and Strategic Operations Officer Brady Schwab sat down with Business Performance Coach Jaime Esquivel to discuss the role coaching plays in the Franchisee journey and the habits that help owners thrive.

Working with an Experienced Coach

Before joining Right at Home, Jaime spent more than a decade in the food and beverage industry, training teams and developing leaders across the country. After discovering the Franchise world, he found a passion for helping entrepreneurs pursue their dreams and build meaningful businesses.

Today, he works directly with Right at Home Franchise owners, serving both as a strategic advisor and a sounding board.

“These individuals have put their life savings and their dreams on the line,” Jaime says. “I get to be a small part of helping them create something meaningful for themselves and their communities.”

Leading Through the Numbers

Many owners enter business ownership believing they’ll manage their company based on what they see in their bank account. Successful business management comes from understanding the data behind the business.

“You run your business off of the numbers, not off your checking account,” Jaime explains.

That means understanding key performance indicator(s), financial statements, operational trends, and the story the business is telling through its data. When owners rely solely on the account balance at any given moment, it can create stress and lead to reactive decision-making.

By learning how to interpret business metrics early, owners gain the confidence to make thoughtful, strategic decisions.

Acting as a Business Owner

If there’s one message Jaime finds himself repeating over and over again, it’s remarkably simple: Just do it.

Whether the challenge is making a hire, trying a new marketing tactic, or implementing an operational change, action creates clarity.

“If you make a decision and it’s wrong, you’ll know which direction not to go. If it’s right, you’ll know you’re moving forward. If you don’t make a decision at all, you stay exactly where you are.”

Many entrepreneurs experience what Jaime calls “analysis paralysis,” waiting until they have every piece of information before moving forward. The problem is that growth rarely happens while standing still. Progress comes through action, learning, and adjustment.

Caregivers Are the Heart of the Business

One of the biggest mistakes you can make as a new business owner? Focusing entirely on obtaining new clients without fostering relationships with your caregivers.

While clients are the reason home care businesses exist, caregivers are the foundation that makes quality care possible.

“The people we serve aren’t necessarily the clients,” Jaime explains. “The people we serve are the people helping us bring this business to the community.”

Many owners enter the business inspired by personal experiences. Their parents may have required care, or military service has inspired them to care for other veterans. Those motivations are important, but Jaime believes that long-term growth comes from understanding and supporting the caregivers who deliver the care every day.

“They are the lifeblood of the business. If we take care of them, they’ll help us take care of our communities.”

Coaching Built Around the Individual

One of the advantages of Right at Home’s support model is that coaching begins long before owners officially transition into ongoing business performance coaching.

As franchisees move through the RightStart onboarding program, coaches and onboarding specialists work together to understand each owner’s strengths, challenges, and goals. By the time coaching formally begins, a foundation has already been established.

From there, the relationship evolves based on the owner’s needs.

Some franchisees benefit from weekly coaching early on, while others transition to biweekly, monthly, or quarterly meetings as they become more comfortable operating their business.

“It’s not a one-size-fits-all approach,” says Jaime. “Everybody progresses at their own pace.”

Measuring Success Beyond Profit

When evaluating business performance, Jaime focuses on several key metrics, including:

• Revenue
• Billable Hours
• Gross margin
• Administrative expenses
• Operating costs

But one metric stands out above the rest: Owner’s Discretionary Profit (ODP).

ODP measures more than just business profitability. It helps determine whether the business is creating the lifestyle and financial outcomes the owner hoped to achieve when they first invested.

“Are you living the life you want because you run the business the way you’re trying to run the business?” Jaime says.

It’s a reminder that business success isn‘t just about numbers; it’s about achieving personal goals as well.

Final Thoughts

For prospective Franchise owners evaluating Right at Home, one of the biggest advantages of joining a Franchise System is knowing that support doesn’t stop after opening day.

Business Performance Coaches provide accountability, perspective, guidance, and encouragement throughout the ownership journey. They help franchisees stay focused on growth, navigate challenges, and continue moving toward their long-term vision.

As Jaime puts it, “Nobody told us it was impossible, so it’s all possible.”

With the right mindset, a willingness to act, and a strong support System behind them, Franchise owners can build momentum that lasts for years.